For whatever reason, Starbucks decided it was time to change their look. I think it looks a little too corporate. Part of the charm of the older logo was its lack of minimalism. I think it seems almost amateur to pile element upon elementâ€”mermaid symbol, green ring, white text, outline ringâ€”but that’s what helps make it seem less corporate and almost local. This new icon-only logo reminds me of cold major corporations, not a friendly warm place to get a latte. Perhaps this is just another Gap logo fiasco? Only time will tell.